Tooning In

They may look cute and innocent, but the characters on the new
Comedy Central animated series "South Park" are not to be
mistaken for your standard, wholesome cartoon kids. Indeed, the
show, which debuted in August, has drawn comparisons to the
decidedly unwholesome "Beavis and Butt-head"
series. Simply put, this is animated fare of the most offbeat
variety.

Which may explain why "South Park" is generating such
buzz--even among a crowded TV lineup. In an irreverent tone, the
show follows third-graders Stan, Kyle, Cartman and Kenny through
misadventures as bizarre as being abducted by aliens to hunting
with hand-grenade-toting relatives. And there's even an episode
in which the boys try to genetically engineer an elephant
that's the size of a pot-bellied pig.

Does all of this sound like the makings of a hit TV
program--and, not incidentally, a lucrative licensing opportunity?
It should. At press time, "South Park" was riding a wave
of publicity surrounding its premiere. If this heightened level of
anticipation is any indication, "South Park" could well
become a hot property among Generation X viewers. Skeptical? Think
of it this way: Who ever would've guessed a fledgling
"Beavis and Butt-head" would achieve mainstream
popularity?

Beetle Mania

The beetle is juiced up--and (almost) ready to go. As consumers
continue to drive sales of retro products that trigger fond
memories of days gone by, it's perhaps something of a
masterstroke for Volkswagen to revive one of the most beloved
automobiles to ever hit the road. Forget what you may have heard
about there being no second acts in America: A new Volkswagen
Beetle is on its way.

Although an exact launch date has yet to be confirmed,
Volkswagen is planning to introduce its much-anticipated new Beetle
before the year 2000. Is it a meet-the-new-Beetle,
same-as-the-old-Beetle scenario? Well, yes . . . and no. Volkswagen
is sticking with the classic rounded shape, but 1990s touches will
include air bags.

There's more to this Beetlemania than meets the road,
however. In the wake of the vehicle's comeback, we've
noticed other products designed to play on folks' affection for
Bugs--including candles in that familiar shape. Can a return to the
big screen by Herbie ("The Love Bug") be far behind?

Returns Of The Jedi

Stop the presses! Even as media speculation and fan excitement
heat up over the first installment in the brand-new "Star
Wars" film series--set to hit theaters a mere two years from
now--we have been fortunate enough to intercept a top-secret memo
that appears to have been issued by none other than Darth Vader
himself. (Yes, we know he appeared to have died in "Return Of
The Jedi" but . . . details, details . . .) At the risk of
being struck by a light saber, we henceforth divulge the Dark
Knight's missive.

"To: Empire stormtroopers

Re: New `Star Wars' films

Based on the box office success enjoyed by the recent theatrical
re-release of our original "Star Wars" movie trilogy,
we're expecting tremendous worldwide enthusiasm for the next
trilogy--currently in development. As you are aware, this next
trilogy will focus on my pre-Vader years as Anakin Skywalker. My
partner in Jedi, Ben ("Obi-Wan") Kenobi, is featured as
well. Even that annoying mechanical pair, R2-D2 and C-3PO, is back
in action.

Directed by George Lucas, this first installment in the new
series will descend upon the galaxy in May 1999. Prepare for long
theater lines. Prepare for media frenzy. Never doubt: The Force is
with us."

Magnetic Power

How do athletes spell relief? M-A-G-N-E-T-S. Yes, it may seem a
bit of a stretch, but the fact remains that biomagnetic therapy is
all the rage among those seeking noninvasive treatment for aches
and pains. It is, proponents contend, an attractive alternative to
more conventional medicine.

But perhaps this magnetic pull is best understood as yet another
example of how open-minded consumers are increasingly using New
Age-type remedies. Although skeptics exist, magnet wearers are
bolstered by the knowledge that they're reportedly following in
the footsteps of historical figures such as Aristotle and
Cleopatra. And, true believers argue, are magnets that much of a
leap from many of the herbal concoctions available in today's
marketplace?

But do they actually work? Again, it's debatable. But
what we can tell you is that magnet use is no longer exclusive to
open-minded consumers: At least one enterprising company has begun
to sell biomagnetic collars for dogs.

Cuba Chic

Time to break out the Desi Arnaz records. Even as cigars
continue to light up the marketplace--and serve as the accessory of
choice among the hip and fashionable--consumers nationwide are
rediscovering the culture of the country perhaps best known for its
tobacco products. The smoke signals are clearly in the air: Cuba is
hot.

For evidence of this Cuban cultural wave, one need only look to
the cigar lounges popping up across the United States. These
establishments serve as natural springboards for cigar connoisseurs
eager to not only enjoy a smoke but also to listen to the strains
of Cuban dance rhythms. Even more exotic: sampling Cuban fare such
as empanadas.

As co-founder of the Whittier, California-based Havana House
Cigars & Lounge, Richard Valenzuela is reaping the rewards of
this keen interest in Cuba. "We're doing very well,"
says the 29-year-old entrepreneur, who expects his business to grow
from $600,000 this year to $800,000 in 1998. Opened in 1996, Havana
House complements its selection of more than 80 brands of non-Cuban
cigars with an assortment of Cuban pastries and coffees.

Gaining Access

Are you overlooking a lucrative market? If you haven't
considered marketing to the disabled, you might be limiting your
customer base.

"As consumers, the disabled are the fastest-growing market
segment in the nation," says Urban Miyares, president of the
Disabled Businesspersons Association. "That's primarily
because people are living longer and [engaging in more hazardous
activities], such as hang-gliding and jet skiing and all those
other things that are creating more disabilities at a younger
age."

The Internet, in particular, is helping connect disabled persons
with the marketplace. "The Internet is the buzzword in the
disabled community," says Miyares.

But should you target this market, be prepared to tailor your
approach. In addition to making product modifications, you'll
need to reexamine your business's marketing efforts. "Our
buying patterns tend to be a bit different than regular
consumers'," says Miyares. "We tend to buy products
based more on [personal] references than advertising hype.
We're cautious buyers--but loyal consumers."

Remember, however, that loyalty must be earned. Doing something
as simple as, say, making your company's Web page accessible
for all (including the visually impaired) is a good way to start.
"In the long run," surmises Miyares, "you'll
find out the disabled may just become your most valuable
customers."

Watch for our roundup of the hot trends for 1998 in next
month's issue. We guarantee this will be one issue you
won't want to miss.